The Team: In-house editorial, design, print, digital, social media, enrollment, research, data specialists; parent committee; Office of the President; print vendor.

The Intent: Address a gigantic hurdle to private-university enrollment: the perceived cost of tuition; build a transparent, helpful set of resources that moves families from feeling overwhelmed by finances to feeling confident in the value of a Ouachita education.

My Action:

• Conceptualized the campaign’s direction as a key member of the planning team, defining the best ways to reach families and answer their questions.
• Wrote the content for a centralized digital hub, taking complex financial aid info and turning it into a clear, easy-to-navigate website for students and parents.
• Orchestrated the production of social media videos, working directly with parents to capture their stories about how they made college work for their families.
• Segmented our outreach by writing specific email sequences for students and parents, addressing their unique concerns while highlighting the long-term value of a degree.
• Collaborated on the design of high-impact postcards, writing copy that encouraged people to move from their physical mail to our digital resources.
• Synchronized the university’s voice across every platform to ensure our message of affordability felt empathetic, trusted and on-brand.

The Result: The campaign provided an easy path for prospective students to find financial aid and helped to build a more informed applicant pool.

The Team: Staff design, social media, advancement, marketing, research, data, impact, programs specialists; Immerse youth; photo, agency contractors.

The Intent: Manage the online presence for Immerse Arkansas, acting as the primary voice for the organization’s digital story; create a space that educates the community and advocates for youth from crisis.

My Action:

• Orchestrated a content calendar across multiple platforms to ensure a consistent voice that balanced advocacy with real-time updates.
• Developed storytelling sequences that shared program milestones and success stories, giving our audience insights into the work being done.
• Calibrated our tone to be "dignity-first," protecting the privacy of the youth we serve while sharing the emotional heart of their achievements.
• Strategized how to move our digital audience from watching our stories to getting involved in our mission.
• Managed the visual brand across our feeds, choosing and staging imagery that reflected the high standards of hospitality and safety found in our youth centers.

The Result: By maintaining a consistent, respectful digital narrative, I helped build a deeper level of community trust and engagement, turning followers into active advocates for the organization’s mission.